"They're decked out in your favourite colours, are featuring your favourite music and the wording sounds like phrases you regularly use. Welcome to the future of advertising, which is already here thanks to AI. Advertising company Cheil UK, for example, has been working with startup Spotlight on using large language AI models to understand people's online activity, and adapt that content based on what the AI interprets an individual's personality to be."
"The AI is able to read what people post on public platforms - Facebook, Instagram, Reddit and other public forums - as well as someone's search history, and, most importantly, what people enter into ChatGPT. Then, with what it deduces about an individual's personality, the AI overlays that on top of what advertisers already know about people. For example, what part of the country you live in, what age bracket you're in,"
"The technology can then mirror how someone talks in terms of tone, phrase and pace to change the text of an ad accordingly, and insert music and colours to match, say, whether the AI deems someone to be introverted or extroverted, or have specific preferences for loud or calm music, or light or dark colours."
AI models are being used to personalize digital advertisements by analyzing people's online activity and inferred personalities. Firms such as Cheil UK and startup Spotlight use large language models to interpret public posts, search histories and ChatGPT inputs to deduce tone, preferences and personality traits. The AI customizes ad text to mirror phrasing, tone and pace, and adjusts music and colours to match inferred tastes. Advertisers combine these personality insights with demographic and behavioral data like location, age, family status, hobbies and recent searches to deliver individualized, personality-driven ads across multiple industries.
Read at www.bbc.com
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